Lamar Expands Media Inventory Across Five U.S. Airports
BATON ROUGE, LA — Lamar Advertising Company, one of the largest outdoor advertising companies in North America, has acquired Alliance Airport Advertising. The acquisition adds a variety of traditional advertising and experiential displays to Lamar’s media portfolio in five major airports.
Alliance operates airport advertising concessions at McCarran International Airport (Las Vegas, NV); Phoenix Sky Harbor International Airport (Phoenix, AZ); Salt Lake City International Airport (Salt Lake City, UT); Portland International Airport (Portland, OR); and Bob Hope Airport (Burbank, CA). With the transaction, Lamar now operates advertising concessions at a dozen airports that serve more than 125 million passengers annually.
“We are thrilled to bring the Alliance team on board,” said Lamar chief executive Sean Reilly. “As we’ve gotten to know the airport advertising business over the last several years, we have recognized that it’s a terrific fit within Lamar Advertising. Alliance has established powerful relationships with some of the nation’s leading airports, and we look forward to extending their proven operating model to additional airports.”
Shauna Forsythe, who founded Alliance 16 years ago and served as its president and chief executive, will lead Lamar’s airport division, to be known as Lamar Alliance Airport Advertising.
“Bringing our two companies together creates a powerhouse for our airport partners,” said Forsythe. “Our expanded footprint will offer airports nationwide the opportunity to experience our personal attention and service, with strengthened sales. We are the alternative. And we’re a good one.”
M&A activity has increased significantly in the digital out-of-home media space, there have been five deals announced in the last month, including todays announcement by Lamar. Health Media Network announced the acquisition of MedMedia, expanding their network footprint across Southern California. Titan announced a merger with Control Group to form a new company called Intersection. Then Primesight, a UK-based out-of-home advertising company, said they will acquire Eye Airports. And RMG Networks announced the sale of their airline media business to Global Eagle Entertainment Inc.
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Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.